The Top 100 Most Inspiring B2B Brands in the World 

Inspiration is a powerful tool in the business world. Brands that connect deeply with their audience reflecting their values and aspirations, stand out in today’s competitive marketplace. Wunderman Thompson’s Inspire B2B Score, ranking the top 100 most inspiring B2B brands for 2023, shows that tech brands are leading in this area, proving that being inspirational is essential for success.

To succeed, B2B brands must engage and inspire diverse buying groups. Your customers are ultimately human, and you still need to meet them in human ways, to make a true emotional connection. Inspiring them with warmth, humour and creativity is just as important as making a sound business case. 

James Irvine, EMEA B2B practice lead at Wunderman Thompson

The 2023 rankings are based on WPP’s exclusive BAV dataset, incorporating B2B data from 2022-23 gathered from more than 13,000 studies of over 600 brands among managers in 15 business-focused categories and 32 markets. This extensive dataset offers an in-depth look into the globe’s most B2B inspiring brands and provides valuable lessons on the role of inspiration in the business world.

The Influence of Domain Strategy in Cultivating an Inspiring Brand Identity 

A strong domain strategy plays a critical role in shaping a brand’s identity and its ability to inspire customer engagement. Selecting the right domain name is pivotal in building trust and projecting a professional image. It also simplifies the process for customers to find and remember a brand online. A relevant and memorable domain name is a powerful tool for fostering customer connections and nurturing long-term loyalty.

The top 100 most inspiring B2B brands demonstrate different approaches in their naming and domain strategies. While some choose creative and memorable names to build a unique brand identity, others rely on clear and descriptive names that make it easy for customers to understand what they offer. In the next part of our discussion, we will explore the varied approaches these inspirational brands have adopted in their naming and domain strategies.

CVCV Domain Names

CVCV domain names, which stand for consonant-vowel-consonant-vowel patterns, are increasingly favoured by businesses aiming to craft a strong and recognisable brand identity. These domains are typically short, effortless to pronounce, and highly memorable. Their rhythmic and upbeat sound makes them universally appealing across various languages and cultures.

Notably, among the Top 100 Most B2B Inspiring Brands, 5 companies feature CVCV domain names. Those are Meta, Tata, Bupa, Gore, and Sony. These companies have effectively harnessed the distinctiveness of CVCV domain names to forge brand identities that stand out for their ease of recognition and memorability.

Sony

Sony Group Corporation, a Japanese multinational conglomerate, has been a name synonymous with technological innovation and global presence. Established in 1946 as Tokyo Tsushin Kogyo by visionaries Masaru Ibuka and Akio Morita, Sony began as an electronics company, introducing groundbreaking products like the TR-55 transistor radio, the CV-2000 home video tape recorder, the revolutionary Walkman portable audio player, and the CDP-101 compact disc player.

The company’s venture into diverse business areas has been a hallmark of its growth. In 1988, Sony made a significant leap by acquiring CBS Records, followed by the acquisition of Columbia Pictures in 1989. Another major milestone was the introduction of the PlayStation, a game console that redefined home entertainment.

The founders, Morita and Ibuka, understood early on that global expansion was crucial for success. They recognised the need for a brand name that was short, memorable, and easily pronounceable worldwide. Initially considering TTK, the initials of Tokyo Tsushin Kogyo, they decided against it to avoid confusion with Tokyo Kyuko, a railway company known as TTK. Another name, “Totsuko,” was used in Japan, but it didn’t resonate well internationally, especially in the United States, where it was difficult to pronounce. For a brief period, the name “Tokyo Teletech” was explored. However, this name was soon abandoned when Morita discovered an American company already using “Teletech” as a brand name. 

The search for a globally appealing name led to “Sony” – a blend of the Latin word “sonus,” meaning sound, and “sonny,” a 1950s American slang term for a young boy.  In 1958, the company formally adopted “Sony Corporation” as its corporate name.

Easy to pronounce and read in any language, the name Sony, which has a lively ring to it, fits comfortably with the spirit of freedom and open-mindedness.

Sony

Sony Group Corporation’s strategy for managing domain names reflects its large-scale and diverse operations. With numerous subsidiaries and affiliates, Sony owns a vast collection of domain names. For instance, both Sony Corporation of America and Sony Interactive Entertainment Inc. each manage over 2,000 domain names. This extensive portfolio helps ensure that every aspect of Sony’s wide-ranging business is well-represented online.

Sony’s domain portfolio includes various domain extensions and premium domains like Sony.com, Playstation.com, and SonyMusic.com. This approach helps prevent brand dilution and confusion, ensuring that when customers search for Sony online, they are directed to legitimate and official Sony sites. The company also manages the .sony TLD and is its Registry.

Three-Letter .com Domain Names

Among the Top 100 Most Inspiring B2B Brands, 11 companies have effectively utilised three-letter .com domain names, including notable ones like IBM.com, DHL.com, UPS.com, DPD.com, BCG.com, SAP.com, CAT.com, AMD.com, MSI.com, AXA.com, and HCL.com.

These three-letter domains are prized for their succinctness and adaptability as acronyms for longer business names. With a finite number of just 17,576 three-letter combinations available, all .com variants have been taken and are now only accessible through resale. Given the vast sea of over 150 million .com domains in existence, owning a three-letter .com domain signifies prestige and represents a strategic investment in a brand’s future growth and recognition.

DHL

DHL, a renowned German logistics company, stands at the forefront of the courier, package delivery, and express mail service industry. Operating as a subsidiary of the DHL Group, its express mail service, DHL Express, dominates the European market and is the primary courier and parcel service in Germany.

The company’s origins trace back to San Francisco, United States, in 1969. It was founded by Adrian Dalsey, Larry Hillblom, and Robert Lynn, who ingeniously combined the initials of their surnames to create the now-iconic brand name: DHL. From its humble beginnings, DHL has evolved to become the world’s leader in logistics.

We have always been revolutionizing, shaping, and simplifying the world of logistics. From inventing the international air express industry to becoming the world’s leading logistics company; we’re thinkers, makers and pioneers that constantly challenge what’s possible. And now we’re tackling the ultimate border: delivering to the moon.

DHL

Deutsche Post, a German logistics firm, started acquiring shares in the company in 1998. By 2001, Deutsche Post had secured a controlling interest, and by the end of 2002, it had purchased all remaining DHL stock, integrating it into its Express division. 

Deutsche Post AG, trading as the DHL Group, owns a portfolio of over 22,000 domains. This impressive collection includes the highly recognisable three-letter domain DHL.com. The strategic acquisition and management of these domains serve multiple purposes: they protect the brand and its various subdivisions, ensure direct online traffic for key services, and underscore DHL’s commitment to enhancing customer experience and maintaining brand integrity.

Two-Letter .com Domain Names

Two-letter .com domain names are among the most prestigious and sought-after assets in digital branding and marketing. Their value stems from their extraordinary uniqueness and scarcity; there are only 676 possible two-letter .com combinations available.

On the list of the top inspiring companies, three have harnessed the power of such domain names: EY.com, HP.com, and GE.com. These businesses have used their concise domain names to enhance brand recognition, strengthen their online presence, and connect with customers in a meaningful way.

Major global brands, such as Apple, also recognise the importance of these domains for their subsidiary products. For instance, Apple utilises ME.com as the domain for its iCloud services, demonstrating the strategic value of two-letter domain names in broader corporate branding.

General Electric / GE

General Electric Company (GE) is an American multinational conglomerate. With a history dating back to the 19th century, GE has expanded its reach into various sectors, including aerospace, power, renewable energy, digital industry, additive manufacturing, and venture capital and finance.

The inception of General Electric dates back to 1892, following a merger between the Thomson-Houston Company and Thomas Edison’s Edison General Electric Company. 

GE rises to the challenge of building a world that works. For more than 130 years, GE has invented the future of industry, and today the company’s dedicated team, leading technology, and global reach and capabilities help the world work more efficiently, reliably, and safely. GE’s people are diverse and dedicated, operating with the highest level of integrity and focus to fulfill GE’s mission and deliver for its customers.

GE

Beyond its vast operational scope, GE has established a strong online presence. The company owns an impressive portfolio of over 46,000 domain names, encompassing its varied divisions and initiatives. Among these is the highly coveted two-letter domain GE.com, a testament to the company’s foresight in securing a concise and powerful digital identity. As GE continues to navigate the ever-evolving industrial landscape, its diverse operations and strong digital presence ensure that it remains a key player in shaping the future of industry and technology.

Personal Names as Brand Names

Many successful companies have embraced the use of personal names as their brand names, a tactic that effectively establishes a distinctive and memorable brand identity. This approach adds a touch of familiarity and trustworthiness to a brand, fostering easier connections and recall among customers. Personal names give brands a unique personality and identity, which are essential elements in building brand recognition and cultivating customer loyalty. 

Among the Top 100 Most B2B Inspiring Brands, several have adopted personal names for their branding. These include prominent companies such as Dell, Hewlett-Packard (HP), Toshiba, Siemens, Hertz, DHL, Deloitte, McKinsey, Cisco, Bosch, Cargill, and Vaio. Each of these brands demonstrates how personal names can be leveraged to create a strong and relatable brand presence.

Dell

Dell Inc. is one of the world’s leading computer brands and suppliers of PCs, operating under its parent company, Dell Technologies.

The origins of Dell trace back to 1984 when it was founded as PC’s Limited by Michael Dell, then a student at the University of Texas in Austin. What began in a dormitory room as a small venture providing customised upgrades for PCs quickly flourished. Recognising the potential of his business, Michael Dell decided to leave college within the same year to dedicate himself fully to building PCs. In 1987, the company rebranded itself as Dell Computer Corporation, a change that reflected its growing presence in the business market and addressed legal issues associated with the use of “Limited” in the company name in certain countries.

Throughout the early 21st century, Dell broadened its product range, venturing into televisions, digital cameras, printers, and various other computer-related products. Our story began with a belief and a passion: that everybody should have easy access to the best technology anywhere in the world. That was in 1984 in Michael Dell’s University of Texas dorm room. Today, Dell Technologies is instrumental in changing the digital landscape the world over. 

Dell Technologies

Dell Inc. owns over 33,700 domains, an impressive portfolio that underscores the importance of a strong digital presence in building a brand identity. This extensive range of domains facilitates increased engagement with customers and partners, enhancing Dell’s visibility and accessibility in the tech industry.

From its humble beginnings to becoming a dominant force in the global technology market, Dell’s story is a testament to innovation, entrepreneurial spirit, and strategic growth. With its vast array of products and substantial online presence, Dell Inc. continues to be a leading name in the world of technology.

Dictionary Words as Brand Names

Some of the most inspiring B2B companies have chosen dictionary words for their brand names, illustrating the power and adaptability of these terms. Staples, Hotels.com, Tripadvisor, Apple, Enterprise, Oracle, Hertz, Budget, CAT, Gore, and Grab, are just a few examples of businesses that have harnessed the potential of single-word .com domain names.

The use of these names varies from straightforward, like Hotels.com, which clearly indicates its core business, to more abstract choices, such as Oracle, where the name doesn’t directly reflect the company’s products or services.

A significant advantage of these single-word .com domains is that they do not limit a company’s offerings or potential. For instance, a company like Enterprise, known for car rentals, isn’t restricted by its name and can explore various related sectors. These domains maintain their value over time and can have many new lives. They are capable of outliving the businesses, products, and services they initially represent and can be repurposed or resold, bringing fresh value to new or existing brands. 

The global recognition of the dictionary word .com domains further adds to their appeal, making them powerful assets in the corporate world. Whether these names reflect their offerings or stand apart from them, they all share the common advantage of being memorable and recognisable, key traits in achieving global business success.

Hotels.com

Hotels.com is a leading online platform for booking hotel rooms. Established initially as the Hotel Reservations Network (HRN) in 1991 by David Litman and Robert Diener, the company began by offering hotel bookings through a toll-free phone number in the United States. In 2001, HRN was acquired by USA Networks Inc (USAI), which also took a controlling interest in the well-known online travel booking company Expedia. 

In 2002, after purchasing the domain name for approximately US$11 million, HRN rebranded to Hotels.com. In 2003, USAI was rebranded as InterActiveCorp (IAC), and in 2005, IAC spun off its travel business, including Hotels.com, under the name Expedia Inc. As part of Expedia Inc., Hotels.com continued to flourish as a leading provider of online hotel bookings.

Dictionary word .com domains like Hotels.com are highly valued for their unique combination of characteristics. Their brevity, simplicity, and popularity make them especially appealing, offering a wide range of branding and marketing advantages. Premium domains are strategic assets that can significantly impact a company’s brand identity and market position.

Incorporating the .com extension into a brand name is a strategy widely adopted by owners of premium domains, including notable names like Booking.com, Crypto.com, Tiger.com, Cars.com, Trip.com, Blockchain.com, Cats.com, and Monday.com. This approach streamlines the path for customers to reach the brand, enhancing memorability and direct access. It also lessens the brand’s reliance on third-party platforms, enhancing the customer experience and reinforcing its online visibility.

Brands with Short, Brandable, and Made-up Names

Short, brandable, made-up words for brand names are becoming increasingly popular in the business world, especially for companies aiming to stand out with a unique identity. These names are often a blend of different words or entirely invented terms. For example, Expedia, a name derived from combining “exploration” and “speed,” illustrates how businesses can creatively merge concepts to reflect their ethos or services. Another approach is inventing new terms, as seen with Google, which originated from a misspelling of “Googol,” representing the number 1 followed by 100 zeros, symbolising the vast amount of information the search engine aims to organise. These inventive names are memorable and easy to pronounce and provide a limitless scope for branding, unbound by pre-existing meanings. They offer businesses a blank slate to build their brand story and values, making them particularly appealing to innovative companies and startups eager to convey a sense of novelty and forward-thinking.

Xerox

Xerox Holdings Corporation, commonly known as Xerox, is an American company that has become synonymous with print and digital document solutions. Its journey began in 1906 as The Haloid Photographic Company, a humble startup that nobody predicted would grow into one of the largest international document management corporations.

The company’s significant breakthrough came with the invention of electrophotography by Chester Carlson. This technology was further developed by The Haloid Company, leading to the introduction of xerography, derived from the Greek words ξηρός (xeros), meaning “dry” and γραφία (graphia), meaning “writing.” This innovative process revolutionised document copying, marking a significant leap in office technology.

In 1958, The Haloid Company evolved into Haloid Xerox, reflecting its pivotal role in developing xerographic technology. A few years later, in 1961, it rebranded itself as Xerox Corporation, a name that would become emblematic of innovation in document management. Xerox is renowned for its wide array of products, including printing presses, photocopiers, multifunctional systems, and a comprehensive range of services and supplies.

Interestingly, in some countries, the term “xerox” has transcended its brand identity to become a generic verb for photocopying. 

For more than 100 years, Xerox has continually redefined the workplace experience. Harnessing our leadership position in office and production print technology, we’ve expanded into software and services to sustainably power the hybrid workplace of today and tomorrow. Today, Xerox is continuing its legacy of innovation to deliver client-centric and digitally-driven technology solutions and meet the needs of today’s global, distributed workforce. From the office to industrial environments, our differentiated business and technology offerings and financial services are essential workplace technology solutions that drive success for our clients. At Xerox, we make work, work.

Xerox

Xerox’s digital strategy is as robust as its presence in the physical world of office technology. The company owns an impressive portfolio of over 18,800 domains, which guarantees a strong online presence. Among them is Xerox.com, a domain that encapsulates the brand identity and serves as a portal for customers from around the world, offering easy access to their wide range of products and services.

Highlights

It’s noteworthy that 98% of the companies featured on The Inspire B2B Brands list have opted for the .com domain extension. This choice is understandable, given the widespread recognition and trust associated with .com domains. For businesses aiming to solidify their online presence, a .com extension is often the go-to, largely due to customer familiarity and the long-standing dominance of this extension on the internet.

The fact that 94 out of the 100 brands on the Inspire B2B Brands list own an exact brand match .com domain name speaks volumes about the crucial role of the right domain in establishing a strong online presence and fostering inspiration among customers. An exact brand match domain name simplifies the process for customers to locate the company’s website, enhancing user experience and potentially leading to increased website traffic and higher conversion rates. This strategic choice is a testament to how the right domain can be a key factor in inspiring confidence and loyalty in a brand’s audience.

1 brand uses a dash in its domain name, which can make the domain name harder to remember and create confusion.

Below is the full list of the Top 100 Most Inspiring B2B Brands compiled by Wunderman Thompson. More detailed information about the list can be found at VML.com. (In October 2023, WPP announced a merger of Wunderman Thompson and VMLY&R, creating the industry’s largest creative agency under the name VML.)

While we make every effort to ensure the data on our site is accurate, complete, and up-to-date, we cannot guarantee its reliability. Our data is provided for informational purposes only and should not be relied upon as legal, financial, or other advice. We strongly recommend that you independently verify any information before relying on it.

Premium domain names are an important consideration when it comes to building and protecting your brand. If you’re ready to take the next step and invest in a premium domain name for your business, contact us to learn more about our available options and how we can help you get started.

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